"The Effie Index sets the global standard for marketing effectiveness. It's about recognising work that works and delivering real impact across geographies, industries and audiences," says Traci Alford, Global CEO of Effie Worldwide. "This year's rankings reflect the true breadth of global marketing excellence, and we congratulate all those who earned top honours. We're proud to celebrate their success and are inspired by their leadership."
Effie says the 2024 rankings are representative of Effie Awards finalists and winners determined between Monday, 1 January 2024 and Tuesday, 31 December 2024.
According to Effie, the Index comprises:
Most Effective Marketers
Top Five: AB InBev, McDonald's, Unilever, PepsiCo and Mondelez International.
FMCG / CPG, QSR and personal care brands dominated the rankings, with AB InBev maintaining its leadership position as the most effective marketer for the fourth consecutive year. AB InBev was followed closely by McDonald's, which climbed to second place, and Unilever, which moved to the third position. PepsiCo remained amongst the top at number four, while Mondelez International made a strong showing to round out the top five marketers.
Most Effective Brands
Top Five: McDonald's, Dove, KFC, Samsung and O Boticário.
In the brand category, McDonald's once again earned the top spot as the most effective brand globally, reflecting its sustained investment in effectiveness-driven marketing. Dove made a significant leap into second place, signalling strong consumer engagement and the impact of purpose-led brand communications. KFC held steady among top brands in third place, while Samsung came in fourth place with innovative, high-impact campaigns. Brazil's O Boticário secured the fifth spot, reinforcing the strength of Latin American brands on a global stage.
Most Effective Agency Holding Groups
Top Five: Omnicom, WPP, Publicis Groupe, Interpublic Group (IPG) and dentsu.
Omnicom retained its position as the most effective agency holding group, ahead of WPP and Publicis Groupe, which held the second and third spots, respectively. Interpublic Group (IPG) and dentsu completed the top five, each demonstrating robust global performance across markets.
Most Effective Agency Networks
Top Five: Ogilvy, McCann Worldgroup, BBDO Worldwide, DDB Worldwide and VML.
For agency networks, Ogilvy rose to the top in 2024, driven by standout campaigns and consistently effective work across multiple regions. It was followed by McCann Worldgroup, BBDO Worldwide, DDB Worldwide and VML, which made its debut in the top five following a period of transformation and global expansion.
Most Effective Agency Offices
Top Five: AlmapBBDO (São Paulo, Brazil), Ogilvy (Mumbai, India), Leo Burnett (Mumbai, India), McCann (Gurugram, India) and Leo Burnett (Dubai, United Arab Emirates).
At the agency office level, AlmapBBDO in São Paulo, Brazil, held onto the top spot as the most effective individual agency office. They were followed by Ogilvy Mumbai and Leo Burnett Mumbai, underscoring India's growing influence in the global effectiveness conversation. McCann Gurugram remained among the top as 2024's number four spot, followed by Leo Burnett Dubai, as number five.
Most Effective Independent Agencies
Top Five: Mischief @ No Fixed Address (Brooklyn, NY, United States), ISLA (Mexico City, Mexico), ISLA (Buenos Aires, Argentina), The Womb (Mumbai, India) and Soko (São Paulo, Brazil).
Among independent agencies, Mischief @ No Fixed Address, based in Brooklyn, New York, earned the distinction of being the most effective in the world. The agency's creative innovation and performance-driven approach propelled it to the top just five years after its founding. Latin American agencies also made a strong impact, with ISLA achieving dual recognition for its offices in Mexico City and Buenos Aires. The Womb in Mumbai and Soko in São Paulo completed the global top five, showcasing the global reach and innovation of independent agencies.
2024 Regional Rankings
According to Effie, the 2024 regional rankings comprise:
Asia Pacific
McDonald's (marketer), McDonald's (brand), WPP (holding group), Ogilvy (agency network), Ogilvy Mumbai (agency office) and The Womb (independent agency).
Europe
McDonald's (marketer), McDonald's (brand), WPP (holding group), Publicis (agency network), Ogilvy Athens (agency office) and Banda (independent agency).
Latin America
AB InBev (marketer), O Boticário (brand), Omnicom (holding group), BBDO Worldwide (agency network), AlmapBBDO (agency office) and ISLA Mexico (independent agency).
Middle East and Africa
AB InBev (marketer), Yas Island (brand), Publicis Groupe (holding group), Leo Burnett Worldwide (agency network), Leo Burnett Dubai (agency office) and People of the Internet (independent agency).
North America
McDonald's (marketer), McDonald's (brand), IPG (holding group), McCann Worldgroup (agency network) and Mischief @ No Fixed Address (agency office and independent agency).
For more information, visit www.effieindex.com. You can also follow the Effie Index on Facebook, LinkedIn, or on X.
*Image courtesy of contributor